Issue link: https://www.ascpskindeepdigital.com/i/1236015
78 ascp skin deep may/june 2020 MAKE A FLIGHT PLAN Once your physical space and staff are secured, you'll need to solidify your vision for your new spa. Will your theme be classic and stylish? Fun and casual? Maybe you'll adopt a holistic vibe, or an Eastern atmosphere, or spice things up with Southwestern flair. Your location could help you decide on this. If your spa is downtown, a clean and simple style might appeal to busy professionals. If you're in a more artsy section of town, something colorful and trendy could be better. Choose your theme carefully, because this will become a big part of your brand and your public persona. It will also influence your décor, the services you offer, and the products you sell. After you've picked a theme, spend ample time coming up with a fantastic name and logo. Aim for something that's not only fresh and dynamic but also lets potential clients know exactly what experience you're offering. With more than 20,000 spas in the United States,4 it's crucial to make sure yours stands out from the crowd. Your new name and logo should be used in a variety of marketing strategies, which will again depend on your location and potential client base. Social media is a prime spot for spreading your message, but make sure you also have a professional looking website that takes advantage of SEO (search engine optimization). And while the internet is everyone's go-to method for fast communication, take advantage of face-to-face marketing opportunities as well. Hand-delivering brochures, flyers, or introductory coupons to local businesses not only leaves prospective clients with a physical reminder of your spa, but it also offers the chance to personally connect with your new community and introduce yourself as well as your services. WOULD YOU RATHER BE THE COPILOT? If you yearn to be your own boss but lack the start-up funds or the business acumen to run an independent spa, you do have another option. By renting space in an established spa or salon, you can make your own rules and collect all your profits without dealing with many of the larger investments and more time-consuming tasks described above. If you're an experienced esthetician with a good knowledge base of the business and a steady list of clients, this could be the perfect middle ground for you. As many self-employed people will tell you, the best part of owning your own business is that you're in charge of everything. And the worst part? You guessed it: you're in charge of everything.